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The visible shudder when the words 'marketing research' are uttered clearly shows the fear some have of this key element of successful marketing It is seen by many as a 'dark art' practiced by strange people in the shadows, perhaps. As with many marketing disciplines, jargon abounds creating barriers to entry for those that see it in this way. This book aims to bust the jargon and to explain the process in a straightforward, easy to understand, way.